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Discover the WISER methodology, harness the power of customer feedback, and learn how to see your business from the customer's perspective with insights from CX expert Dan Gingiss.
In a recent episode of the IAM CX Podcast, we had the pleasure of hosting Dan Gingiss, a renowned customer experience (CX) expert and author of "The Experience Maker." Gingiss shared invaluable insights on how businesses, from start-ups to large organizations, can leverage CX to drive success. Here are the key takeaways:
“ When you are a small local business, your competitive advantage is that you know the community that you're part of the community. So lean into that as hard as you can.” - Dan Gingiss, author of "The Experience Maker"
The WISER Methodology
Gingiss introduced the WISER methodology, a powerful approach to creating remarkable customer experiences. WISER stands for Witty, Immersive, Shareable, Extraordinary, and Responsive. Being witty involves using language cleverly and refusing to be boring. It's about making people smile, not necessarily laugh. Immersive experiences engage customers, while shareable experiences encourage customers to spread the word about your brand. Extraordinary experiences go beyond the ordinary, offering something unique that sets your business apart. Lastly, being responsive means being part of the conversation and responding to customers across all channels.
The Power of Customer Feedback
Gingiss emphasized the importance of both quantitative and qualitative customer feedback. He stressed the need to understand not just what customers are saying, but also what they are doing. This can often be different and can provide valuable insights into improving your products or services.
However, collecting and analyzing feedback is not enough. Gingiss highlighted the importance of taking action based on feedback. This is where many companies fall short. The end game is not a report, but actionable changes that improve the customer experience.
The Advantage of Small Businesses
Small businesses have a unique advantage when it comes to CX. They can leverage their intimate knowledge of their communities to enhance the customer experience. Gingiss shared a story about a woman in Jamaica known as "Big Mama" who created a memorable experience for his daughter by braiding her hair. This story demonstrates how small businesses can stand out by being themselves and using their unique personalities.
Becoming a Customer of Your Own Business
One of the most impactful pieces of advice Gingiss shared was for business owners and entrepreneurs to become customers of their own businesses. This allows them to see their business from the customer's perspective and identify areas for improvement in the customer experience.
In the Caribbean region, where many businesses are small to medium-sized, these insights from Dan Gingiss are particularly relevant. By implementing the WISER methodology, leveraging customer feedback, and capitalizing on the intimate knowledge of their communities, Caribbean businesses can significantly enhance their customer experience and drive business success.